BBC Studios, NBCUniversal and Genius are 2025 Digiday Media Awards winners

This year’s Digiday Media Awards winners celebrate the power of partnerships and emerging technologies. Across the 2025 winners, themes include a continued embrace of short-form video, a rise in interactive storytelling through formats like VR and AR, and a focus on collaboration to drive engagement and innovation.

BBC Studios’ StoryWorks and Brand USA took home Best Branded Content Program – B2C for their joint effort on “USA Through Film,” a global campaign aimed at inspiring international travelers by showcasing the cultural and geographic diversity of the United States. Leveraging the emotional power of storytelling, each episode followed a familiar film or television personality as they explored a beloved American city, offering personal insights through food, art and local experiences. This human-centric approach allowed audiences to see the U.S. through the eyes of recognizable hosts, building emotional connections and shifting perceptions of the country from a monolithic destination to a mosaic of unique regions and cultures.

Meanwhile, NBCUniversal Advertising & Partnerships earned recognition in a new category: Sales Team of the Year. Over the past year, the division made its mark on the advertising landscape by combining iconic cultural moments with breakthrough ad tech and strategy. For the 50th anniversary of “Saturday Night Live,” the team invited marketers to pitch their brand’s alignment with the legacy show — flipping the traditional RFP process and resulting in multi-year deals with five presenting sponsors. The division also set a company record for Olympic advertising revenue with the Paris 2024 Games, opening up the program to smaller advertisers through programmatic access and delivering major wins with first-time sponsors.

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